1. © 2008 Waggener Edstrom Worldwide, Inc. All rights reserved. Building and Improving Support for RTD Policy and Public Spending Communication How to do Things Better Christina Kaul Practice Leader Public Affairs Europe, Waggener Edstrom Worldwide April 29, 2008 http://www.waggeneredstrom.com

2. “The combined level of public and private RTD funding is the strongest single indicator for the relative success of a region / country in the European Innovation Index.” - European Regional Innovation Scoreboard

3. Challenges for RTD Funding in Europe Coordination between stakeholders Strategic approach to RTD policy Indicators and impact measurement Communi- cation Cooperation academia - industry

4. Innovation Ecosystem and Role of Communication

5. Strands of RTD Communication R&D Public science education Facilitate business application Research and project promotion Research dissemination Build public support for RTD spending ?

6. 1.Few good practices identified, in particular no systemic examples 2.Communication needs to be content-driven 3.Regional vision required about RTD funding to push RTD policy demands upwards 4.More cooperation between all stakeholders necessary for successful communication 5.Hollistic approach fundamental for concrete communication programs 6.RTD Community needs to embrace communication and educational outreach 7.Public science education essential to win long-term public support 8.Lots of open questions how to improve communication systems Key Learnings from BIS-RTD

7. Communication Principles For RTD Support Increased Support for RTD Policy and Funding Communication as a strategic approach Build stakeholder platforms Bridge from RTD towards societal value Shift messaging towards emotion Tell stories not only facts Stakeholder engagement vs one-way information

8. Link RTD with Societal Value Creation RTD SOCIETAL VALUE COMMUNICATION INNOVATION

9. From Logic to Emotion Leadership Innovation Innovation Facts Research R&D Labs Engineers Patents Inventions Proprietary IP Customer insight Lifestyle Rational messagingEmotional messaging Innovation Beliefs Innovative Creative Revolutionary Pioneer Avant-garde Cutting-edge Visionary Ideas Genius Innovation Narrative © 2007 Waggener Edstrom Worldwide, Inc. All rights reserved.

10. Compelling Stories to People

11. An Approach to Communicating RTD COMPLEXITY STORYTELLING SIMPLE ISSUES MODERATELY COMPLEX ISSUES WHAT IS THIS?

12. RTD - A Complex Community of Interests Support for RTD Funding Universities Small businesse s Informed elites Policy Makers Public Media Industry

13. Build Pillars of Support Build stakeholder support Diversity of stakeholders to build pro-RTD platform with clear objectives and strategy and joint roll-out of program wit continuous involvement of partners Reach out to policy makers Strategic approach to build support communities with various sets of policy makers and win politicians by their own motives Win support of informed elites Develop tailored arguments for different segments and target via focused media outreach and online communication Educate journalists Engage with journalism training and develop tools to foster pools of specialized journalists Get buy-in from general public Streamline science education programs to include societal and individual’s considerations

14. BIS-RTD and Communication: Moving Forward Communication manual to build support for RTD funding Regional workshops for building stakeholder platforms Web-based forum to exchange experience and best practices Development of training tools

15. THANK YOU!